Impacts of Return Process Service Quality on Customers’ Purchase Intention through e-Commerce Website in Bangladesh

Abstract

Return process service quality is one of the after-sales services provided by retailers. This return service quality enables customers who are not satisfied with their purchased items to receive money back within the return period of time. Based on the researching achievements of predecessors we designed research concept model that demonstrates five independent variables: money back guaranty, return cost, return duration, return place and return restrictions and one dependent variable: customer purchase intention. Self-administered questionnaires were used and 423 responses were collected in Bangladesh to test the model. Multiple linear regression is used to calculate the statistic result while reliability analysis was conducted; to check the validity KMO and Bartlett's test was applied and correlation is also used to analyze the relationship between the variables. Moreover, return process service quality has a significant positive impact on customer purchase intention; in this way, we found that a 1% change in return duration (RD) leads to 30.8 % increase in customer purchase intention (CPI). This result suggests that return duration is the major dimension in influencing customer purchase intention. In addition, The result shows that return process service quality increases customer purchase intention by adjusting return duration, doing affordable return cost, availability of return place, reasonable return restrictions and providing money back guaranty. According to the findings of the study, not only Bangladeshi e-commerce enterprises but also low developed countries' enterprises should focus more on the product return service quality so as to improve customer purchase intention in e-commerce. Keywords: Return process service quality, customer purchase intention, dimensions of return process service quality